The co-author, with Robert W. Bly, of The Elements of Business Writing and The Elements of Copywriting, Gary Blake knows the value of injecting a little bit of humor into a subject. Some would say that a pun is as little a bit of humor as you can get, but Blake grew up in a home where all forms of wordplay were celebrated. Shakespeare punned. Chaucer, Pope, Rabelais, Tolstoy, Joyce, Wilde, Nabokov, and Beckett did too. According to Matthew in the Bible, even Jesus punned: "Thou art Peter and upon this rock (petra) I will build my church." Blake gives us hundreds of punny quips, headlines, jokes, literary quotes, shop names, and comments from famous pun lovers and pun haters, too (although as Oscar Levant once pointed out, "A pun is the lowest form of humor—unless you think of it first").